Jim Beam returns to TV with $4m campaign ‘The Dilemma’
After three years off air, Jim Beam is set return to TV on Sunday with ‘The Dilemma’, a continuation of the concept seen in ‘The Bourbon’ ad series in 2008.
In the spot, viewers are invited to choose between two women – one of them Australian cricket team captain Michael Clarke’s girlfriend Kyly Boldly – based on which best matches the likes and dislikes of stereotypical young men.
Jim Beam cut marketing spend after the introduction of heavy taxes on liquor in 2008. The number-one selling brand in its category returns with a $4m campaign targeted at the 18-24 male demographic.
The campaign, created by The Works Sydney, will be made up of three 30-second and one 45-second ad, with additional content including outtakes available on Jim Beam’s Facebook page. Point of purchase activity, events and PR will run in support.
Kyly Boldly, who plays Dani in the ad, got together with boyfriend Michael Clarke after she was cast – a “happy accident”, according to Jim Beam brand director Ray Noble.
Casting for the ad lasted two weeks, with 50 contenders auditioning for the role. “She had to be smoking, but accessible,” said Noble. “We didn’t want a supermodel who can’t deliver a line.”
Jim Beam ran the ‘The Bourbon’ ad series in 2008. This included ‘The Girlfriend’, which was exported to the US the following year.
Hey, Jim Beam, thanks for treating men like retards. The Works must have been up all night coming up with that idea. F**k me. That’s about as creative as a fart joke.
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Appalling and unoriginal, a direct piece of plagiarism from a lynx ad in the uk in 2000……this agency is a joke….re-works not the works
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Really?
The only dilemma now is whether or not to ever drink Jim Beam again…
*Spoiler*
Nope, I’ve graduated to Havana Club. Grow up.
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Ray Noble sounds like a lovely chap.
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Wow!! Those are just terrible ads…I mean really awful. Cringworthy, offensive, lame, unoriginal…
I have a headache from watching them.
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Jim Beam sales just spiked at the Penrith Leagues Club.
AKA mumbrella readers were never the target of this ad.
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Dude,
How’s your Bourbon?
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Woof.
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That was proper shithouse
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Woeful.
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The target (bogans 18-24) will love it, end of story… Good marketing.
Ps. I’d take the brunette.
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The blonde one looks like Tori Spelling which is NOT meant to be a compliment. Only dilemma here is who do I punch on with after i have had 7 bourbons? COME ON
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Massive FAIL. Even Bogan’s will consider that as an insult.
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Think its a great ad for the target market. Who doesn’t want to take a run at the aussie captain’s missus!
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Did someone actually get PAID to come up with that? Wow, I need to get into advertising….
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it’s amazing how terrible that is
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I agree with Stevo & Robbo. The target will take their eyes off the grid girls for a second and lap this up.
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That is truly appalling.
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Ok two things:
– There is no Dilemma! Danii makes the other one look like something out of the ‘speed rack’ (hospitality joke in there for those of us with a checkered past)
– I actually think these ads will work JB are trying to get people to upgrade and ask for it by name. Before everyone takes a swipe at me too let’s wait until the results are in. I have not had enough JBs to pick a fight with yall. Hopefully, one of the works/JB guys can come back at the end of the quarter and let us know the sales results.
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Craptacular.
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Thanks Jim.
I’m a fkin idiot, obviously, for lapping up this inanity.
Gosh, how original. This certainly justifies whatever was spent for thinking this up.
I am so impressed.
*sigh*
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will not drink this
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Those woman are ugly even by Bogan standards. Fuck me. If these are the type of chicks you go home with after a few Bourbons, then may I suggest switching to beer? Yuck.
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how many ads on the TV are watchable, 1 in 5?. this would get my attention for 45 seconds. does that make me a bogan
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my2cents/
How about some girls that guys would actually like (not just like to f*ck).
Those WAG hags have nothing on the bird from the original ‘The Girlfriend’ ad. A hot girl who likes large hairy men and doesn’t worry about you going to strip joints, that just sh*ts all over a couple of sport loving, air headed bimbos who really aren’t that attractive.
/my2cents
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The only dilemma I face is which station to switch it to when this ad appears on my TV
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One bottle of Jack Thx
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lol@ Mark from the internet
old idea, uninteresting girls.
4 thumbs down
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If Jim Beam were trying to target self important douchebags who work in media and advertising from Surry Hills then I guess they have failed miserably..
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Haven’t I seen the blonde in an old episode of RBT?
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Its good to finally see an ad aimed at women. Love your work Jim Beam. Its high time we let the average woman express herself on a TVC.
Take note boys, women are here with what they want, and just because it doesnt fit in with ‘your likes’ doesnt mean they should keep quiet.
I was completely unaware that Jim Beam were suck advocates for traditional women.
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(Edited by Mumbrella)
I love the way the “Perfect GF” talent’s accent goes from Russian, to French, to Spanish, to Italian.
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Absolute shit!
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I dont get the Logic behind Logic reading Mumbrella if you arent a self important Douchebag from Surry Hills.
Unless its because you are from Pyrmont, which means youve taken a wrong turn from B&T. Thats where those Douchbags hang out. Dont fret though, Sydney gets confusing.
Anyway, is anyone up for a skim chai double frappe latte at 6pm on Foveaux st? I want a group of other douches to check in with on 4square
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Kyly Boldly? That’s a real name? WTF?
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Smoking, but accessible. Now that’s my kind of woman.
These dudes simply get guys.
I love that sh*t.
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@ JC
Of course that’s her real name. All hot chicks have stripper-names. What planet are you from?
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Riarn – at no point did I say that I’m not a Surry Hills douchebag.
So … Meet you at Single Origin for a chat about “conversations” Friday morning around 8am. I’ll be the one on the fixie who works at a social media agency.
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Now you are making sense. Cool, ill let you chain your fixie to my moped if you want. Its the one with Italian flag colours and the space on the back a bag but which goes unused as I ALWAYS have my murse strung across my back, intertwined with my tweed scarf, so that everyone can see that I get my ideas are educated and have european influences. Hence why i am so cool.
Although its hard to see when i go past 20kms as with no actually lenses in my glasses the wide really tears me up. But im ok with that as it fits my moods when others try to express opinions about things which I am an expert in. i.e. everything
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I also speak great england
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Riam – just curious, are you are Slurry douche?!
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Pretty sure Riarn wishes he could be a SHD! (Surry Hills Douchebag for those not in the know….)
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OK, back on topic, I agree with the (very) few (?!?) positive feedbacks on this.
We need to not look at this ad as will it appeal to us and make us drink Jim Beam. HELL NO! (not after I got drunk on a six pack when I was 16).
What this is targeted at is the ‘bogan’, (sorry to stereotype, but well no other word covers that group better and I have mates who are proud to consider themselves that) and more in particular, the bogan who is drinking Woodcock and Coke (I dont even know if I have that brand right -see? I’m not a bogan), Bundy and Coke, UDL Bourbon and Coke, UDL Scotch and Coke, etc.
It’s not aimed at someone drinking a 1998 Pinot Noir talking about how the carbon tax will save the world or why existentialism is better than Zen Buddism.
So is it a great ad? Not really because it’s not that original. But will it make it’s mark on its TARGET audience? Yes, because that target audience doesn’t care about originality if the first version was good, they just want more of the same.
Just my opinion.
And yeah, I’d take the brunnette too.
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I wish.. alas I am ever so close, but not quite in that post code. I spell at a 2nd grade level though, so hopefully soon
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Shockingly bad- who approved this BS
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The blonde looks like a man
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@ anon
I’m sure you’re not the only one to think so.
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I understand when brands stick to a creative theme (like MasterCard Priceless etc), but surely even 18 year old, Bourbon drinking, V8 watching boys are over this appalling “creative” (if that’s what the Works sell it into JB as)?
It’s not even clever.
Wake up Jim Beam and stop treating your target audience like morons.
Have a look around at what some of your competitors are doing, then DO SOMETHING DIFFERENT!!!
And yeah, the blond looks like a bloke.
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Both those ads are so lame they hurt.
Seriously??? give audiences some credit… this is pathetic
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So… what this ad is saying.. is that men who drink Jim Beam are drawn to tranny messes. Sometimes straight men are kinda gay.
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Fake tits, whore face-paint on the blond fella, IQ’s that would make a chimp blush, looking like something you brought home from Summernats. JB’s target drinkers, so maybe buy some advertising space during “Blokesworld” on Aurora TV but keep this shit off my TV. Straight out of a 1980’s Singo ad template.
Out of all the women they could have chosen, and the best blonde available was this? Looks like Warney in a wig.
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